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We have increas­ing­ly smart, sur­veil­lant per­sua­sion archi­tec­tures. Architectures aimed at per­suad­ing us to do some­thing. At the moment it’s click­ing on an ad. And that seems like a waste. We’re just click­ing on an ad. You know. It’s kind of a waste of our ener­gy. But increas­ing­ly it is going to be per­suad­ing us to sup­port some­thing, to think of some­thing, to imag­ine some­thing.

If you look at human his­to­ry all the way through, we orga­nize our­selves in dif­fer­ent ways. Tribes, reli­gions, guilds, states, more recent­ly com­pa­nies and net­works. And what these insti­tu­tions do is they sort of cod­i­fy val­ues and beliefs, and they they trans­port them across the gen­er­a­tions. So we see this phe­nom­e­non that when you cod­i­fy val­ues in insti­tu­tions, you give those val­ues longevi­ty.

Google just has to grow. It has to keep grow­ing. But Google grows at its own per­il. Google grew so much that what hap­pened? It out­grew Google. Google had to become what? Alphabet. Now what is Alphabet? Alphabet is not Google. Alphabet is a hold­ing com­pa­ny. So Google’s new busi­ness as Alphabet is to do what? It’s to buy and sell tech­nol­o­gy com­pa­nies. So, once a com­pa­ny becomes just too big to flip any­more, it becomes a flip­per of oth­er com­pa­nies.